Adult Beverages Center Store
“We live in an era with a lot of sad or crazy things going
on. There’s a playfulness to [the pairing] that makes
everyone feel comfortable,” says Browne, who adds that
the next phase for the wine brand will be a similarly fun
collaboration for the grocery channel.
Grocers across the country have stepped up their game
with destination tailgating displays that feature adult beverages and more.
In early August, Tahlequah, Okla.-based Reasor’s
Foods begin urging shoppers to “Make Reasor’s your tail-
gate headquarters this season,” with its beverages, Wings
Your Way in the deli, party trays in the deli and bakery,
and certified Angus beef in the meat department. The
grocer also features Game Time Essentials on its website
to help shoppers bring their “table to life.”
Last fall, a Seattle-area Kroger’s Quality Food Centers
(QFC) built a University of Washington Huskies foot-
ball-themed display (complete with goal posts) that fea-
tured a variety of wines, including House Wine, under a
Huskies score board.
“We create tailgate centers,” says Browne of Precept
Wine’s in-store promotional efforts. “It’s grab and go … so
when customers show up—boom, it’s all there.”
Browne says tailgate centers, which should include
charcoal, lighter, condiments, beverages and “tons of
chips,” work best as islands near the meat department.
Precept plans to replicate its tailgate strategy in grocery
chains such as Kroger, Albertsons, Publix and H-E-B
again this year.
Wesley Jaramillo, customer marketing manager for
Heineken USA, White Plains, N. Y., agrees. At press time,
Heineken was finalizing its in-store efforts in support
of college football season. Dos Equis, the Official Beer
Sponsor of the College Football Playoffs, “provides key
retailers and their shoppers the opportunity to increase
their baskets with both tailgating and ‘homegating’ cross-merch display solutions,” says Jaramillo.
Canned Wine Changes the Game
The convenience and portability of canned wine is proving to be game changer for tailgating and entertaining.
“Wine in a can is by far the fastest-growing category
in wine year over year,” he says, pointing to Nielsen sales
data that shows sales of wine in 375-mL cans are up 220%
for the 52 weeks ending July 13. “Cans are changing the
Browne finds that grocers are merchandising canned
wine alongside beer, enabling them to reach beer con-
sumers who may not visit the wine department. “Wine
cans are creating value,” he says. “Retailers are making
Fun plays a critical role in spurring sales of adult bever-
ages during tailgate season, especially when it comes to
wine, which traditionally has manifested a more serious
vibe. Case in point: House Wine and the Kellogg Co.’s
Cheez-It brand partnered to offer a boxed wine and snack
combo pack this summer. The online exclusive sold out
in one day.
“It was like a tsunami,” says CEO Andrew Browne
of Seattle-based Precept Wine, parent company of the
House Wine brand. “The day it went on sale, it crashed
Of course, it didn’t hurt that Jimmy Fallon deemed the
pairing “Adult Lunchables” on “The Tonight Show” the
night before its launch.
Life of the Party
Tailgating season is an opportunity for grocers to score
with adult beverage displays. By Jennifer Strailey
Sales increase of
wine in 375-mL cans
during the 52 weeks
ending July 13
Quality Food Centers
scores big with football-themed wine displays.